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Exam 4 Study Guide

Exam 4 Study Guide - Evaluation 4 Study Guide What is PR...

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Evaluation 4 Study Guide What is PR?  According to your book and class lectures? Lectures:   PR is a management function that focuses on relationships and communications that individuals and  organizations  have with other groups (called publics) for the purpose of creating goodwill. Early history of public relations Archaeologists in Iraq uncovered tablet dating from 1800 B.C. that today we would call a public information bulletin. PR campaigns abounded in Colonial America The Boston Tea Party was  pseudo-event  organized to attract public attention for a vital cause Historical stages of PR 1889: Westinghouse Electric established first corporate public relations department. Advertising agencies, including  N.W. Ayer & Sons and Lord & Thomas began to offer public relations services to their clients 1906: Publicity Bureau opened to help the railroad industry challenge federal regulations that is opposed Detour into Propaganda Mobilize hatred against the enemy (Wartime propaganda-spreading atrocity stories) To preserve the friendship of allies To preserve the friendship and, if possible, to procure the cooperation of neutrals To demoralize the enemy Propaganda Devices Name calling (Political and other forms of public discourse) 1828: Andrew Jackson called incumbent Prez. John Quincy Adams “The Pimp” Sen. Hilary Clinton vs. Dick Cheney - “Darth Vader” Terrorist vs. Terrorism Glittering Generalities Associating something with a virtue word-us used to  make us accept and approve  without examining  the evidence In advertising product names and promotion Gold Medal Flour Imperial Margarine Southern Comfort Wonder Bread Natural Ingredients Devices: Politics and Business Truth Squad New Deal War Spin (Hundred-Year War) Military Force (War) Annual Losses (Negative Income) Big Business (Private Enterprise) More Devices
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Testimonials (i.e. Geico, Proactiv) Plain folks Card stacking (slanting) Bandwagon (Buy this because I buy this) Advertising Wartime Use Government Propaganda Globalization and Specialization Globalization came to public relations in form of foreign ownership and in reach of PR films’ operations into foreign  countries Specialization- Second trend Greenwashing- countering of public relations efforts aimed at clients by  environmentalists Convergence in PR Differences between IMC and Viral Marketing Early history of Advertising Early Advertising Barkers-shouted out to passerby (3000 B.C. Europe) Announcements on city walls (Romans)  Praise singers (Africa) Siquis (15 th  Century pinup want ads) Shopbills (Business cars, shop signs) Newsbooks (The Weekly News, England 1625) Consumer Culture (How it’s defined; its intended purpose)
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Exam 4 Study Guide - Evaluation 4 Study Guide What is PR...

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